Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 520067
Title Sustainable Marketing
Author(s) Dam, Y.K. van
Source In: Reference Module in Food Science Elsevier B.V. - ISBN 9780081005965 - p. 1 - 5.
Department(s) Marketing and Consumer Behaviour
WASS
Publication type Peer reviewed book chapter
Publication year 2017
Keyword(s) Consumer - Critical - Customer - Education - Green - Institutions - Marketing - Social - Sustainable - System
Abstract In this article, three different conceptions of sustainable marketing are discussed and compared. These different conceptions are referred to as social, green, and critical sustainable marketing. Social sustainable marketing follows the logic of demand-driven marketing management and places the responsibility for sustainable development outside the firm. Green sustainable marketing aims for a reform toward proactive marketing management within existing institutional structures and places responsibility for sustainable development within the firm. Critical sustainable marketing aims for a reassessment of the assumptions of the existing market systems that prevent transformation to a sustainable marketing system and places responsibility for sustainable development in the institutional environment. It is noticed that the literature on sustainable marketing fails to address the role of marketing education in sustainable development. It is assumed that the embeddedness of academic marketing education in business schools prevents fundamental changes in theory and practice toward green and critical conceptions of sustainable marketing.
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